Year: 2024
Type: article
Abstract: This article explores the application of big data technology in precision marketing and analyzes its advantages and potential risks. On the one hand, big data analysis gives companies the ability to gain more accurate insights into consumer behavior, thereby formulating more targeted and personalized marketing strategies. Through the use of the Internet and mobile devices, consumer data is increasingly accessible, which has promoted the transformation from traditional marketing to precision marketing. On the other hand, big data marketing also faces challenges such as data privacy protection and the "information cocoon" effect. Although technologies such as data anonymization and encryption can reduce the risk of privacy leakage, companies need to increase the transparency of data use and give users more control over their data. The article points out that the "information cocoon" effect is a potential negative impact of the algorithm recommendation mechanism, which may lead to a narrow user perspective and social division. Platforms and companies should strive to improve the transparency of algorithm recommendations and encourage users to actively obtain diversified information to alleviate this problem.
Author: Hao Li
Institution: Hong Kong Polytechnic University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4405821275